It’s midnight, and a CEO is staring at Excel spreadsheets that could make or break their company – a scenario that’s all too familiar. Despite having access to sophisticated AI tools and teams of analysts, many executives still rely on gut instinct and basic spreadsheets when making critical decisions. What they need isn’t another flashy BI dashboard, but an executive decision-making interface that’s as intuitive and effective as a fighter pilot’s cockpit. Imagine having a multi-channel interface that can be accessed via smartphone, tablet, PC, or a full-fledged command center, providing clear, actionable insights at a glance.

In fact, using this hands-on software interface, executives quickly observe market shifts, orient on why things are happening, make lightning-fast decisions, and adapt at the speed of modern business. In this article, I’ll explain how an agile executive decision-making user Interface (UI) works, exploiting today’s advanced analytics and decision intelligence tools. Certainly with the ever increasing amount of advanced decision technology available, it is time to get it into the hands of CEOs, COOs, CFOs, and other senior executives.

Is it Time for a Dedicated Digital Command Center for Executive Decision-Making?

Despite significant technological advancements, many executives still rely on gut instinct and Excel to make decisions. What we have is a missing link – a hands-on, executive-level user interface (UI) for rapid, informed decision-making. Without reservation, I say that advanced decision tools like Business Intelligence dashboards and digital twins are ineffective, not meeting executive’s multi-dimensional information requirements, nor their decision tempo. The question is why can’t executives directly interact with their own decision tools using a smartphone, tablet, PC, or even a full-fledged command center.

This is where the OODA (Observe, Orient, Decide, Act) Loop, a decision-making framework developed by military strategists, comes into play (see diagram below). This is a promising approach to rapid, informed decision-making, inspired by aerial combat. Indeed, isn’t it now commonplace nowadays for executives to operate in complex, high-tech environments where information is real-time, volatile, and uncertain, much akin to a jet fighter pilot? By adopting a similar approach, executives can leverage technology to make swift and decisive decisions in complex, high-tech business environments.

For more on the OODA Loop, see my article, The Forgotten OODA Loop: It’s An Amazing Military Decision Framework And Awesome Gift To Business.

“Innovation is key. Only those who have the agility to change with the market and innovate quickly will survive.”

Robert Kiyosaki

A Digital User Interface for Executive Decision-Making: Observe, Orient, Decide, Act, Adapt.

So, let’s examine the OODA-Loop decision-making framework and its applicability to a digital decision workspace for today’s corporate executives. This approach offers a key advantage by placing advanced digital decision tools, such as analytics, AI, and knowledge tools, directly in the hands of action-oriented executives, enabling rapid decision-making. As a result, this decision-making UI provides a seamless experience, allowing executives to Observe, Orient, Decide, Act, and Adapt in an iterative cycle. In the remainder of this article, I’ll describe the major UI attributes for each of these five interactive modules (Observe, Orient, Decide, Act, Adapt), supporting a fast-paced executive-level decision-making process.

1. Observe: Empower Executives to Observe the Ever-Changing Digital Landscape.

In this module, the UI focuses on helping executives to understand their business situation – “what is happening”. The core analytics behind this Observe UI is descriptive analytics. Further, this UI presents a corporate view of the situation in context of the executives goals and intended outcomes. So, the UI is supported by cross-functional, targeted data feeds that enable executives to keep an eye on trends and anomalies. For instance, this UI could use visuals such as a Business Intelligence (BI) dashboard that is laser-focused on crucial performance indicators (KPI). Further, the UI would provide alert messages when key changes occur that impact business goals such as anomalies, new patterns, and emerging trends.

For an example, supply chain executives could use a BI dashboard to visually display a set of Balanced Scorecard metrics. This could include essential metrics such as operating margins, order fulfillment, and inventory turns. Here, the UI focuses totally on providing insights and alerts relevant to management objectives and desired outcomes. The important feature is that the UI only depicts the key metrics tailored to the decision team, and not lower level metrics. Indeed, the UI would singularly focus on identifying any and all relevant information affecting a particular leadership team’s objectives.

“People’s minds are changed through observation and not through argument.”

Will Rogers

2. Orient: Enable Executives to Determine the Why Behind Problems and Opportunities.

Next for rapid decision-making, executives need a simple interface to analyze information that impacts their goals. The UI should help a decision team to quickly understand why events are happening, gather relevant data, and assess their confidence in the available information. Indeed, this type of analytics goes well beyond descriptive BI reports. Whether responding to emerging situations or evaluating new initiatives, this interface’s primary purpose is to help decision-makers rapidly assess information and determine whether to act or stand pat. See below for a breakout of key attributes for an executive-level Orient UI.

a. Expedite the Diagnostics of Why Things Are Happening: An Interactive Experience of Questions and Answers.

The core analytics behind this Orient UI is diagnostic in nature. So, executives need answers to the why behind what is happening that may impact their corporate objectives and desired outcomes. For instance, the UI can be an interactive experience of questions and answers. In the case of alerts generated from the Observe module, the UI can display both the question and an diagnostic assessment generated by the system. From there, the user can interact with follow-up questions much as would be done in an information brief with their staff. 

b. Facilitate Rapid Assembly of Information Products: What Information Is Available, What Data Still Needed?

Besides helping with analytics, the Orient UI needs to facilitate the rapid assembly of the information needed to make a decision. Specifically the UI needs to display the overall status of relevant information needed for the leadership team. This includes what relevant information is needed and what data is still needed. The interface should also help decision-makers in identifying actions needed to obtain the information. This should include the likelihood of obtaining data within the time required. For a more detailed discussion on gathering relevant information, see my article, Targeted, Relevant Information Is The Only Way To Make Timely, Informed Decisions – Here’s How!

Targeted, Relevant Information Is The Only Way To Make Timely, Informed Decisions – Here’s How!

c. Provide Quick Access to Analytical Tools and Assess Confidence Level of Information Available.

As more information becomes available, decision makers may need to adjust their decision criteria. Also, they may need more analytics to move forward with a decision. So, the UI needs to provide quick access to a broad range of analytical and communication tools. Further, the decision-maker may need more data, more information, or pose more questions. Also, executives will need an assessment of the confident level of the information available. As a result, the Orient UI facilitates the decision-maker with making a rapid assessment on whether to make a decision or not. If a decision is to be made, the executive can then transition over to the Decide module UI.

“All highly competent people continually search for ways to keep learning, growing, and improving. They do that by asking WHY. After all, the person who knows HOW will always have a job, but the person who knows WHY will always be the boss.”

Benjamin Franklin

3. Decide: Flexible, High-Speed UI that Enables Executive Decision-Making for Quick, Informed Decisions and Prepares for Implementation.

The Decide module helps executives make quick, informed choices through a clean interface. Hence, the UI shows key information, past similar decisions, and potential outcomes all in one place. Additionally, the interface adapts to different decision-making styles while highlighting risks and solutions for possible courses of action. It also includes a workspace for formulating action plans needed to implement the decision. Below are key attributes for the Decide module UI.

a. Tailorable to Support the Executive’s Preferred Decision Path.

The interface is configurable to each executive’s decision-making style. For instance, a CFO can focus on financial data and risks, while a COO can prioritize operations and resources. Also, the decision team can dive into both predictive analytics (“what could happen?”) and prescriptive guidance (“what should we do?”). Moreover, the UI needs to adapt to the executive’s operational tempo to make decisions based on their timing and information requirements. The bottom line, the UI must empower executives to interact directly with the full range of analytics to make a timely decision.

b. Option to Facilitate Team Information Exchange and Decision-Making.

Also, the UI must be flexible enough to include both the executive and key members of their team in the decision-making process. So, the UI needs to enable real-time collaboration, letting executives gather input from key stakeholders before finalizing decisions. For instance, a VP of Sales can instantly share market data with regional managers, collect their feedback, and track team consensus. What is key is this happens all within the same interface, regardless of computing platform or where the final decision will be made.

c. Assist in Bringing About a Decision and Recording Results.

Also, the interface acts as both guide and record-keeper for executive decisions. Specifically, it captures the reasoning behind each decision and makes suggestions to reinforce corporate best practices. For instance with a product launch decision, it prompts leaders to document core deciding factors, expected outcomes, and key assumptions. As a result, the UI presents a clear trail of how and why each decision was made.

d. Provide Recommended Actions for Implementing Decision: Who Should I Tell to Do What?

Agile Decision Intelligence: High-Velocity Analytics To Best Empower Executives In A Quickly Changing World

Once a decision is made, the UI provides a virtual workspace with the capability to automatically generate a decision action plan to include clear ownership and timelines. As a result, executives can make adjustments, ask for other options, or even start from scratch and create their own action plan. For example, after approving a new marketing campaign, the system creates task assignments for the creative team. Also, it sets up approval workflows for legal review, and schedules check-ins with the campaign manager, as needed.

To emphasize, the key characteristics for the Decide UI is it is flexible, insightful, concise, and action-oriented. Indeed, all aspects of the UI are geared toward ensuring rapid, informed decisions. For a more detailed discussion on UI considerations for executive-level decision-making. see Alex Cuthbert’s article, focusing on the problem definition. 

“Decision is the spark that ignites action. Until a decision is made, nothing happens…. Decision is the courageous facing of issues, knowing that if they are not faced, problems will remain forever unanswered.”

Wilferd Peterson

4. Action: UI to Support Decision Execution, Communications, and Measures Results.

The Action module turns decisions into results. Its interface connects directly to business communication tools to inform the organization of decisions. Also, it can even trigger automated workflows or AI agents. Moreover, it helps leaders to share plans, assign tasks, and visualize progress. Additionally, it can assist leaders to craft clear mission statements, allocate resources, and monitor performance. Further as new information comes in, the UI empowers executives to quickly analyze it and adjust the course if necessary. As a result, the Action UI assures that decisions move beyond the boardroom and drive real change throughout the organization.

“Action may not always bring happiness; but there is no happiness without action.”

Benjamin Disraeli

5. Adapt: A Feedback Loop UI to Incorporate Lessons-Learned, to Add Knowledge and Adjust Strategies.

The Adapt module is not the final stage of a decision cycle. Instead, it is designed to be a feedback loop for an iterative decision cycle. So, this executive-level Adapt UI is totally devoted to incorporating feedback from the decision cycle to enable better, future decision-making. In particular with advanced analytics, AI, and knowledge tools, the Adapt module can automate lessons-learned from past decisions. Also, it would add to the corporate knowledge-base to support future executive decision-making. So, the UI needs to also present checks and balances for leadership to concur with what is incorporated from lessons-learned. Lastly, the UI is a learning environment for executives to gain knowledge from past decisions and actions.

“Adapt or perish, now as ever, is nature’s inexorable imperative.”

H. G. Wells

Summary.

Without a doubt, this agile decision-making UI offers a better alternative. Indeed, CEOs should not have to resort to squinting over Excel spreadsheets to make critical decisions. Without a doubt, what is needed is an agile executive decision-making interface where decision-makers can interact through a multi-channel interface via smart phone, tablet, or computer screen. Moreover, this UI is like a virtual fighter pilot’s cockpit, turning complex business data into clear, actionable insights at a glance.

To summarize, in this article I described a hands-on interface where executives can observe market shifts and orient on why things are happening. Further, it empowers lightning-fast decisions and adapts at the speed of modern business. Moreover, corporate executives can have at their fingertips a decision-making user interface that exploits today’s advanced analytics and decision intelligence tools.

References.

• For more discussion on leveraging information technology for gaining situational awareness, see my article, Organizational Situational Awareness: How To See Remarkably In The World Of Digital Tech and AI.
• Also, see Aera Technology’s article, The Evolution of Digital Control Towers: Command Centers for Decision Making, for information of digital control towers and decision intelligence.
• For a primer on Decision Intelligence, see my article, This Is What Decision Intelligence Technology Is And Know What Its Not.
• Lastly, see my article, An Agile Decision Platform to Empower Executives For Superior Supply Chain Performance: Here Are The Best Attributes. This article provides a full breakout of the software attributes needed for an Agile Decision Platform for corporate executives.

An Agile Decision Platform to Empower Executives For Superior Supply Chain Performance: Here Are The Best Attributes

Lastly, if you are in the supply chain industry and have a need to supercharge your decision-making cycles, please contact me to discuss next steps. I’m Randy McClure, and I’ve spent many years solving data analytics and decision support problems. As a supply chain tech advisor, I’ve implemented hundreds of successful projects across all transportation modes, working with the data of thousands of shippers, carriers, and 3rd party logistics (3PL) providers.  I specialize in launching new analytics-based strategies, proof-of-concepts and operational pilot projects using emerging technologies and methodologies. To reach me, click here to access my contact form or you can find me on LinkedIn.

For more from SC Tech Insights, see the latest articles on Decision Science, Data Analytics, and Information Technology.